The survey, conducted in August 2016, was fielded by Flagship Research to a national panel of 1,765 consumers between the ages of 18 and 64; 70 percent had a household income of over $35,000 and participants were evenly distributed by gender and geographic region (Eastern, Midwestern, Southern and Western United States).
The whitepaper also revealed that the percentage of 18-34-year-olds using a separate email address for marketing messages decreased from 40 to 30 percent since 2015, indicating that these consumers may be growing more accepting of email correspondence. The same group showed a slightly lower rate of subscribing to seven or more brands' emails than older age groups (38 percent compared to 44 percent of respondents overall) signifying they might be more focused on engaging with a smaller subset of brands.
"Email marketing is still very relevant to brands, specifically for the hard-to-reach 18-34-year-old audience," said Mike Biwer, CEO, Mapp Digital. "The survey results suggest that this group of consumers are engaging with fewer brands on a more intimate level. Millennials and Gen Y are strong audiences for email marketers, but now more than ever, the email marketing experience needs to cater to what they want and how they want it."
In fact, though checking email on laptops and PCs is nearly universal, 91 percent of those surveyed, ages 18-24, and 83 percent of 25-34-year-olds, say they check email on smartphones. Overall, 72 percent of respondents indicated they checked their emails on smartphones suggesting it is important for marketers to optimize messaging for both desktop and mobile devices.
"Most marketers are optimizing for mobile in some way, but there still hasn't been a widespread embrace of responsive templates," said Sean Shoffstall, Americas general manager and vice president of Marketing, Mapp Digital. "The survey highlights the mobile-first mindset of Millennials, but also indicates the general population is not far behind."
Other noteworthy findings from the 2016 Consumer Views of Email Marketing survey include:
- While Millennials are accepting emails, 8.5 percent prefer social media and 4.5 percent prefer text messages as marketing channels.
- Nearly half (48 percent) of Millennials indicated that love for a brand influences them to join an email list.
- Consumers have less tolerance for email messages that don't display correctly as they age. Nearly two-thirds (64 percent) of respondents age 55-64 will delete the email versus 38 percent of 18-24-year-olds.
- Nearly half (44 percent) of respondents said they were likely to share information from brand emails via social media, up from 19 percent in 2015.
To download the Consumer Views of Email Marketing survey, please use this Mapp Digital Consumer Views.
About Mapp Digital
Mapp Digital is one of the largest independent digital marketing technology companies in the world. Built by marketers for marketers, Mapp provides a comprehensive family of software and customer-centric services including a sophisticated data management platform; tools that optimize email, mobile, app, social and web marketing; and campaign management and strategy consulting. The company is headquartered in San Diego, with European Operations in Munich, and R&D and sales/customer support centers in Paris; London; Manila, Philippines; Milan; Madrid; Amsterdam; Eindhoven, Netherlands; Copenhagen, Denmark; Tel Aviv, Israel; Krakow, Poland; San Francisco and Raleigh, N.C. Mapp has more than 3,000 customers including Puma, PepsiCo, KFC, PacSun, Thomas Cook, Deutsche Telekom, Bon Prix, CNET, Xerox, TUIfly, Lloyds Banking Group, TSB Bank, and Deutsche Bank.
Doug Wright / Sharlys Leszczuk
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SOURCE Mapp Digital